What does it truly mean to get "ripped off less" in business? Is it purely about price, or is it about transparency, ROI, and genuine value?

On the 'After Dinner Chats' podcast, several leaders shared their unique approach to this very question, revealing a broad spectrum of what creating value really looks like.

For Paddy Gilmore, it's about maximising marketing effectiveness. He champions the use of humour, citing a survey that found humorous campaigns can generate over 100% more ROI. His mission is to help brands use humour intelligently to get more "bang for their buck".

For Tim Burrowes of Mumbrella and Unmade, it’s about systemic transparency. He works to expose where money "leaks out" in the advertising supply chain, encouraging marketers to ask hard questions about their media spend and challenge conflicts of interest to ensure a fairer industry for everyone.

For Sheetal Thakar, founder of Formagility, the focus is on providing a high-value alternative to overpriced services. She helps large organisations achieve alignment by "charging a lot less than those big consultancies" while aiming to deliver even more value.

Their chosen heroes perfectly mirror these philosophies:

·      Sheetal’s hero is the founder of TheFork app, which helps people access high-quality restaurant experiences for a fraction of the price.

·      Tim’s hero is Martin Lewis (MoneySavingExpert), a "credible force for stopping ordinary people from getting ripped off" by championing them against powerful systems.

·      Paddy’s hero is a memorable egg seller from his childhood who used a simple, authentic, and creative approach—a chicken-shaped tea cosy on his head—to build a reputation for quality and friendliness, providing a powerful lesson in effective marketing.

Whether through better ROI, fairer pricing, or greater transparency, the common thread is a deep commitment to delivering authentic value and ensuring clients and consumers aren't left short-changed.

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